Yes, the day after Cyber Monday is also Giving Tuesday, and absolutely that should not go unnoticed. Giving Tuesday is a time to do good and show your customers what your company values. Your marketing persona should note what sort of issues are most important to your target market, and Giving Tuesday is the perfect time to make a donation to a charity that your audience also supports. Sharing is good, and it is also good business. People today want to know that they are spending money with a company that has the same values they do.
But that’s not all online retailers need to do on the Tuesday after Cyber Monday! The period from Black Friday through Cyber Monday is frantic. Tuesday is the day to do a major tidy-up of your website and make sure you don’t have any lingering offers or ads about Black Friday or Cyber Monday. From here on out, for retail sites, it’s Christmas sales. It’s time to make sure that your website reflects that. But no, that’s not all!
Things are busy and hopefully getting busier, but this is the time to have a good look at exactly what has been happening on your website and social media. If you did any kind of special offers, which did best? What items are selling best? What time of day are people placing orders? Which calls to action are getting the best response? What parts of your website had the most visitors, and where did they stay longest? Which social media platforms did best for you? What got shared the most?
This information can help you fine-tune your marketing for the rest of the season. It is also important knowledge to apply to your 2017 strategic marketing plan. Sales behaviour is not entirely typical over this weekend, but any time you have a heavy flow of traffic it is useful to study it.
If you have made sales to new customers, this is an ideal time to send them some kind of special offer to thank them for their business and encourage them to purchase more. Offer them the chance to get on your email list. This is harvest season for retailers, and as you reap those sales you also need to plant the seeds for your company’s future.
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eCommerce Website Design & Development
By Irene Hislop
By Conor McCaffrey